Global holiday spending is expected to push forward despite tighter budgets and economic uncertainty, as new data from several research bodies paints a picture of an evolving and increasingly digital end-of-year shopping season.

Rising Shopper Participation During Key Holiday Weekend

In relation to this, the National Retail Federation (NRF) recently, reported that 186.9 million people planned to shop during the key holiday weekend, surpassing last year’s record by over 3 million shoppers.

Moreover, NRF’s Vice President of Industry and Consumer Insights, Katherine Cullen, explained that the festive period remained central to household spending, noting that retailers had prepared with greater convenience and competitive pricing.

Shifts in Consumer Behaviour Across Digital Platforms

JanuarySpring similarly observed  shoppers had become more informed and more selective, with purchase journeys accelerating across mobile, social and AI-powered platforms.

Consequently, it indicated that this shift echoed wider market projections showing that global holiday advertising had moved firmly into digital-first execution, with brands launching campaigns as early as late summer to keep pace with increasingly early shoppers.

Modest Growth Expected for the 2025 Retail Season

Forecasts for the 2025 season indicated that retail spend would continue to grow modestly, with U.S. sales expected to surpass the 1 trillion dollar threshold for the first time.

Furthermore, industry-wide ad investment was projected to rise by nearly 6 percent, supported by expansion in retail media, social platforms and connected TV.

Meanwhile, analysts also predicted that mobile-led and programmatic campaigns would dominate, as mobile devices accounted for most digital activity.

Cautious Shoppers and the Rising Importance of Value

Consumer behaviour studies pointed to caution, however. Surveys showed that shoppers expected higher prices in 2025 and intended to prioritise value, with many planning to scale back non-essential holiday extras.

Additionally, Gartner’s latest findings revealed that 40 percent of consumers anticipated fewer discounts than in previous years, a trend up significantly from the year before.

Brad Jashinsky, Director Analyst at Gartner, advised marketers to emphasise value consistently across all communication touchpoints.

Gen Z Influence and the Growth of Early Purchasing

Also, qdditional insights from JP Morgan showed that Gen Z continued to reshape holiday shopping habits through their payment preferences and omnichannel activities

In the same instance, global research compiled in Holiday Marketing 2025: Global Trends, Stats & Strategies for Record Sales by Pradip L. highlighted that 61 percent of shoppers had already begun their festive purchases before November, driven by rising costs and a desire to spread expenses.

The report also underscored the dominance of mobile commerces instance, , with smartphones accounting for the majority of seasonal online transactions across several regions.

Consumers Focus on Pricing, Convenience and Brand Values

Across markets, consumers were paying closer attention to pricing, convenience and brand values.

Researchers noted that shoppers were comparing costs more actively, seeking flexible payment options and favouring brands with ethical or sustainability commitments.

A Season Defined by Early Buying and Digital Dependence

Together, these projections show a holiday season shaped by early buying patterns, digital dependence and a sharper focus on value, signaling another year where brands must blend agility, technology and trust-building to capture global consumer spending.